CORPORATE SOCIAL RESPONSIBILITY PT. BANK KALBAR : PENGARUH ASPEK SOSIAL, EKONOMI DAN LINGKUNGAN TERHADAP LOYALITAS NASABAH
Keywords:loyalty, CSR, social, economic, environmental aspects
The CSR program run by Bank Kalbar is an investment in the firm's long-term viability and growth, since it fosters good perceptions, brand loyalty, and positive opinions of the company, all of which help ward off any negative reactions. The CSR program's aid benefits the research population. The sample consists of 30 respondents who have participated in a CSR program and are active customers. The CSR program's independent dimensions on social, economic, and environmental factors have a causal impact on the loyalty variable. retrieval of information through questionnaires and interviews, which was then subjected to multiple linear regression analysis. The study's findings concur with and partially support the alternative hypothesis, according to which loyalty is affected by independent variables statistically and significantly.